‘Imperfect’ Model Agency Challenges Fashion & Beauty Norms
This Italian agency is redefining what it means to be a model (and other agencies transforming the way we look at beauty).
While approaches to beauty standards continue to evolve, one industry that appears to have largely fallen behind is the modeling world. Many agencies still enforce strict guidelines on their models’ appearances — which tend to promote gorgeous carbon copies of the 90s catwalk models that made stick thin, ‘chic’.
However, that is slowly changing. Enter I’mperfetta, an inspiring model agency that is turning the Italian modeling world on its head. What originally started as an Instagram page has blossomed into a movement that is embracing ‘imperfections’ and normalizing all of our human quirks. It’s about goddamn time.
Having made headlines around the world for its innovative approach to modeling, I’mperfetta is embracing and redefining new standards in beauty — AMAZING. It joins a small but growing list of similar ‘Real People’ agencies around the world that are challenging what we identify as ‘normal’ while encouraging an inclusive and authentic approach to beauty.
The I’mperfetta Story
Founded by Carlotta Giancane in 2020, the I’mperfetta Project started its life as a social media movement. The Instagram page, full of inspiring imagery of beautifully-unique people, is dedicated to celebrating stories that normalize ‘imperfections’.
Initially gaining a following of a few thousand fans, the page became central to a growing community that celebrated inclusivity and body positivity. In the posts, people would share personal experiences of embracing their imperfections. This would come alongside powerful reminders that normalized being different and highlighted that there’s no defined standard on what beauty should look like. (Why can’t all of Instagram be like this?!)
It wasn’t long before I’mperfetta emerged as a key contender in challenging beauty and fashion standards as its own agency — the first of its kind to operate within Italy. Within three years, the Real People Agency has amassed over 140 models that operated predominantly in Italy as well as in other countries around the world.
In their books is a group of inspiring people that are owning their own versions of beauty. This includes people of all ages, races, and sizes. Some of I’mperfetta’s models have conditions such as alopecia, others have unique birthmarks and other ‘imperfections’ or disabilities that would be shunned in some modeling circles.
FCarlotta recently explained that I’mperfetta’s mission has no restrictions or limits, unlike other traditional agencies. “We don't set limits on size, height, age or weight, we don't want them to change anything about their appearance,” she’s quoted as saying in the Italian outlet, Dire Giovani. “We do not ask to pay anything, nor to make photo books. We are not looking for models, but for people who want to get involved, telling inspirational cases for women and beyond".
What’s clear is that Carlotta’s challenge to conventional modeling is a hit. The agency continues to grow and with it, the opportunities that I’mperfetta’s models gain access to. You can now find I’mperfetta models in cosmetic campaigns, television commercials as well as on the runways in Milan. The sky really is the limit when it comes to I’mperfetta’s growth as an unconventional model agency powerhouse.
a real people movement
While I’mperfetta made waves because it's the first such agency operating in Italy, there are other agencies that have existed for several years that are worthy of an honorary mention. It marks a gradual shift away from the cookie-cutter perfection that has dogged the fashion and beauty industry for decades.
Take the London-based agency Zebedee, for example. Created by Laura Johnson and Zoe Proctor in 2017, the inclusive talent agency champions disabled, non-binary, and trans models around the world. Their aim is to enhance exposure for disabled people and really make a difference by challenging underrepresentation.
“Disability is often left out of the diversity debate; we often receive briefs looking for ‘diversity’, but with no mention of disability, alternative appearances, or trans/non-binary – and we want to change this. We want it to be the norm that REAL diverse media becomes commonplace,” said the Zebedee founders. Everyone from Vogue to Estee Lauder has since become clients of Zebedee thanks to their stellar commitment to leveling the playing field.
Operating out of Canada, IMTM (short for Inclusive Model & Talent Management) says it “doesn’t believe in beauty standards” and is committed to challenging the traditional agency space. On a similar strand, this agency has no restrictions for height, weight, age, race or ability. Again, their mission is to enhance representation and help consumers feel more seen in the public sphere. This is one of the few agencies in Canada that are dedicated to making their talent feel ‘seen.’ Awesome!
From the US, We Speak Model Management Company “gives a voice to models who deserve to be celebrated, and a voice to the public who crave—and continue to drive—seismic industry shifts” and want authentic representation amongst global brands. Their company ethos is be a role model in the industry for other agencies to follow, and push back against industry tokenism, systemic racism, fast fashion and unequal wages.
Finally, you have Ugly Models, which contrary to its tongue-in-cheek name is the mother of all anti-agency agencies. Launched in 1969 (yes this is how long people have been challenging beauty standards for), Ugly Models celebrates people that are comfortable in their own skin. By focusing on character, Ugly Models has amassed an impressive book of people between the ages of 18 and 100 years old. From Gucci to Calvin Klein, the agency has worked with major brands to place their unique and non-conforming models in the spotlight.
Making ‘imperfect’ our reality
It’s truly fantastic that the world of modeling is shifting toward a more inclusive perspective. However, there’s still some way to go.
Let’s be real: Wouldn’t it be GREAT if we didn’t need to write articles like this because inclusive agencies were the norm? Wouldn’t it be liberating if terms like “plus-sized model” didn’t exist, because a “model” didn’t have to fit into any type of box? One can dream.
One can also make this a reality. As we’ve seen from Carlotta’s efforts in Italy, it took just one inspiring Instagram page to start a movement that’s transforming the lives of amazing models while empowering a community by helping them feel seen, heard and inspired. It’s time for the rest of the modeling world to catch up.
WHATS UP NEXT …
